As Principal Designer the job is much more than just build the next cool app

As a Principal Designer / Head of Design, my job is usually to have a broad holistic view. I was very lucky to have the chance to create products from scratch but the actual luck is having the chance to create their branding as well.

Many years ago I had a very strong discussion with one of my co-founders at the agency we just started related to the focus of the company. He just wanted to build websites. It was the earliest 2000’s and everybody wants one. Most of our clients and prospects didn’t know why, but they wanted. My partner set his standpoint on the fact that every company should have a website and it was good business at that time.

My thought was always broader. Maybe received from my college education as a Visual Communication Designer, and for 10 years teaching it at…



Since the beginning of times what makes us different from the rest of the living beings is the ability to communicate with our peers. This skill brought us the chance to face shared tasks and complex projects to achieve common goals.

“…Human beings are the most social animal on our planet. Only three other animals (termites, eusocial insects, and naked mole rats) construct social networks as complex as ours, and we are the only one whose complex social networks include unrelated individuals. Many scientists believe that this ―hypersociality‖ is what caused our brains to triple in size in just two million years (Dunbar & Shultz, 2007). Given how deeply and profoundly social we are, it isn’t any wonder that the quality of our social relationships is a strong determinant of our happiness. …

For centuries, people from all regions around the world searched for the true meaning of life. What do you want? What are you really looking for? Why do you wake up in the morning? To go to work? But why? To earn money? Money can buy happiness? Some believe it, some others don’t.

Science speaks to us

In the 2018 study from Harvard University “If Money Doesn’t Make You Happy Then You Probably Aren’t Spending It Right” authors explain from several tests and studies that money doesn’t buy happiness, actually when you get to a point where all your needs are covered people are not happier.

“…the correlation between income and happiness is positive but modest, and this fact should puzzle us more than it does. After all, money allows people to do what they please, so shouldn’t they be pleased when they spend it? Why doesn’t a whole lot more money make us a whole lot…

Sergio Smirnoff

RedLINES App Design Lead, Serial Entrepreneur, Visual Communication Designer, Writer? Don’t think so…

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